"We are a destination rich in natural attractions, from our pristine beaches and waterways to our lush green hinterland," she said.

"We are rich in experiences, offering a diversity and laid-back style all of our own, where visitors can expect to be totally refreshed."

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Mr Lawlor said Tourism Queensland and Coast tourism stakeholders had worked together over the past 18 months to come up with the new brand.

"Input was sought from more than 6000 Australians and a working group of Sunshine Coast tourism businesses was also established to develop the new brand," he said.

Mr Lawlor said Sunshine Coast, Naturally refreshing was more than just a tagline - it was a new vision for the area and was aligned with the Sunshine Coast Regional Council's 'Natural Adventure' economic development strategy.

"Naturally, refreshing incorporates public relations, consumer awareness and retail campaigns all aimed at increasing expenditure and visitors to the region," he said.

More than 2.7 million tourists visited the Coast and spent $1.9 billion on their trips in the year to June.